Magazine: We care more about oral hygiene

Data provided by Johnson&Johnson reveals that from the oral care category’s three segments toothpaste is the biggest, but mouthwash is growing and getting close to toothbrush. (Source: Nielsen, FMCG Overview, Market Trends and Insights, 2017).

Petra Varga
oral care category manager
Johnson&Johnson

Petra Varga, oral care category manager of Johnson&Johnson Kft. informed Trade magazin that in the 12 month preceding March 2018 the Listerine® brand was the No.1 in the hypermarket channel – with a 68-percent value share – in the mouthwash category; in the drugstore channel the brand was at 49 percent.

Zsolt Farkas
head of FMCG-business unit
Naturprodukt

Zsolt Farkas, the head of Naturprodukt Kft.’s FMCG business unit told us that the sales growth in the oral care category is driven by therapeutic toothpastes. In this category Lacalut products are performing better and better. In the first four months of 2018 Lacalut Aktiv’s sales grew way above the market average, by 44 percent. At the 2018 Cosmo Beauty Awards Lacalut White&Repair won ‘DENTAL HYGIENE PRODUCT OF THE YEAR’.

Zoltán Kiss
managing director
Creative World

Zoltán Kiss, managing director of Creative World Kft. revealed that Himalaya Herbals Gum Expert toothpastes have continued increasing their market shares in the last few years. Shoppers like the company’s whitening products that utilise plant enzyme technology very much. This year they came out with a toothpaste that efficiently removes coffee and tea stains from the teeth. This year Caola Zrt. strengthens the market position of 80-year-old brand Ovenall by entering new retail channels and doing conscious brand building work – told marketing and product manager Orsolya Szeles.

Orsolya Szeles
marketing and product manager
Caola

Ms Szeles opines that for increasingly health conscious consumers it is important to prevent gum diseases and various inflammations, therefore they are spending more on mouthwash and other secondary oral care products – 500ml and 1,000ml products are the most popular. Ms Varga talked to us about Listerine® offering a solution to every consumer need and problem if used twice daily, from a fresh breath through white teeth to protecting the gum, for both children and adults. The most popular products are also available in travel size. Mr Kiss sees growing demand for toothpastes that satisfy special needs, such as whitening products and those for sensitive teeth. He added that consumers find it more important to know the composition of the products that they use and to learn about their efficiency as well. Himalaya Herbals innovates to satisfy these needs at the maximum level.

Johnson&Johnson’s category manager is of the opinion that mouthwash use isn’t part of the daily oral care routine yet, so the Listerine® brand educates consumers in order to contribute to the category’s growth. A dentist from CityDent Dr Dominik Nagy is the brand ambassador of Ovenall. The company was building the brand wits ads in print media and social media in May. Naturprodukt Kft. backs the Lacalut brand with campaigns on television, in print and online media. The Lacalut Active and Lacalut Sensitive product ranges and toothpaste Lacalut White&Repair all get special attention. Himalaya Herbals uses ATL communication and strong in-store presence. In the autumn a nationwide television campaign will strengthen the positions of Himalaya Herbals toothpastes. //